The membership acquisition campaign, titled "Many Voices," is designed to build on the established CAA brand and highlight the many benefits of CAA membership. The agency is also managing the TV media buy for this project, consisting of a regional station mix.

"We are very excited to launch our new DRTV commercial with Northern Lights Direct," said Lori Steiner, Director of Membership Marketing. "We're confident that together, we have built a solid direct response campaign that effectively integrates TV with digital to acquire new membership sales across South Central Ontario."

"The goal of this campaign is to embrace the core message of automotive safety and security for Canadians by highlighting the ease and affordability of CAA membership in a clear and concise manner," says Robert Ian French, President of Northern Lights Direct. "We're thrilled about the opportunity to build upon CAA's strong brand presence and achieve their business objectives through proven direct response channels."

To sign up as a member of CAA, viewers can either call a toll-free number on their screen or visit: www.JoinCAAToday.com.

For over a hundred years, CAA has been helping Canadians stay mobile, safe and protected. CAA South Central Ontario is one of nine auto clubs across Canada providing roadside assistance, travel, insurance services and member savings to over 2 million members.

About Northern Lights Direct:

Northern Lights Direct is a brand-based direct response television (DRTV) and digital advertising agency. Its mission is to help leading American, Canadian and International companies and nonprofit organizations grow their business and build their brand simultaneously. With offices in Chicago and Toronto, Northern Lights Direct provides fully turnkey services for the North American market, including strategy, creative & production, media, search and analytics.